5 reasons why associate models work better and harder for clients

Over my 20+ years in internationalisation, I can’t recall how many waves of centralisation-decentralisation-regionalisation I’ve witnessed. The same can be said about coupling-decoupling-inhousing. Much like fashion, it feels like we run through eternal cycles of repeat, explore and repeat again.

As agency models are being challenged by ever-smaller budgets, client financial and decision power uncertainty, the rise of AI and retainers drying up, one could wonder whether it’s time they transform to what consultancy models have thrived on for decades: an associate-model approach.

When I started Creative Culture in 2008, people thought I was mad working with a network of a couple of thousand creative, strategic and cultural experts around the world. Came the pandemic and suddenly hiring the best-in-class talent on-demand, remotely seemed like evidence.

Now let’s push the thinking further. What if the answer didn’t lie in partially subcontracting (which most agencies have done for decades) but in taking the leap to a fully associate model?

Let’s explore the 5 main reasons why associate models are the answer to our financially- and time-poor global brand owners and senior decision makers.

For reference, we’ll refer to "associate model" as a nimble and impactful approach where specialised consultancies curate bespoke teams of senior experts for specific client projects.

1. Unmatched expertise on demand

• Access to a wider talent pool: Instead of being confined to internal resources or the consultants within a single firm, the associate model opens doors to a vast network of top-tier talent across various industries and specialties. This allows businesses to tap into expertise that might be rare or unavailable in-house.

• Bespoke and deep expertise: The ability to assemble teams with precisely the right skills and experience for each project is a key advantage. Senior leaders in international organisations are facing multi-dimensional and ever-more-complex challenges. With very limited time and resources, what they are after is expertise in areas that aren’t readily available and that AI cannot replace.

• Reduced overheads: While seniority comes with a price tag, it very quickly become time efficient and cost effective. Besides, by avoiding the (internal or external) costs associated with hiring, training, and managing employees, businesses (both suppliers and clients) can significantly reduce their overhead.

2. Enhanced agility and speed to market

• Agility: The associate model allows businesses to quickly assemble and deploy teams to address urgent challenges or capitalise on in-the-moment opportunities. By prioritising project deliverables and outcomes, the associate model encourages efficiency and accelerates time-to-market.

• Scalability and flexibility: The ability to easily adjust team size and composition based on project needs is a significant advantage as well. Teams can be scaled up or down as required, ensuring optimal resource allocation and preventing overstaffing or understaffing.

3. Improved collaboration and innovation

• Brining diverse perspectives into the picture: Putting together a team of senior experts from diverse backgrounds and disciplines fosters a rich exchange of ideas and perspectives. This cross-pollination of knowledge can lead to more creative and innovative solutions to complex business challenges.

• Stronger client relationships: Direct interaction with senior experts allows for deeper client engagement and builds stronger, more collaborative relationships. This can lead to improved communication, better alignment of expectations, and ultimately, more successful project outcomes.

• Winning together: While some may argue corporate culture is hard to reproduce in an associate model, everyone has skin in the game. All parties involved are outcome focused and keen to ensure client satisfaction, ROI and consequently repeat business.

• Knowledge transfer: Thanks to the associate model, you’re not in a transactional relationship. The knowledge senior consultants provide can support learning and upskilling within the organisation through workshops and other interaction formats.

4. Cost effectiveness and predictability

• Transparent pricing models: Unlike traditional hourly billing models, which can lead to unpredictable costs, the associate model often employs transparent and fixed pricing models. This allows businesses to better understand and control project expenses, ensuring budget predictability and avoiding cost overruns.

• Value-based pricing: By aligning pricing with project outcomes, the associate model shifts the focus from time spent to value delivered. This incentivises consultants to prioritise efficient and effective solutions that deliver tangible results for their clients.

5. Greater focus on sustainability and ESG

• Reduced environmental impact: By minimising the need for extensive travel and office space, the associate model can contribute to a reduced environmental footprint.

• Ethical sourcing: Businesses can partner with consultancies that prioritise ethical and sustainable business practices, ensuring that their projects align with their own ESG values.

• Alignment with ESG goals: By leveraging the expertise of sustainability professionals, businesses can integrate ESG considerations into all aspects of their operations, from product development and supply chain management to marketing and community engagement.

If you’re considering sourcing from an associate model in the future, here are a few things to consider:

• Clearly define your project scope and objectives (remember outcomes are the focus)

• Make time for due diligence. Assessing the relevance and expertise of the experts involved will be critical to your project’s success.

• Make sure communication and project management protocols are flawless.

• Set up your collaborative framework. Agree on WOWs, touchpoints and regular rounds of feedback along the way.

• Be sure that they align with your values and that the associate model has a strong culture of its own.